Online Business through Social Media and Customer Retention Management: A Bibliometric Analysis of Cutting-Edge Studies

Customer retention research and online business through social media have seen remarkable growth over the past 10 years, and academic scholars' interest in these areas has increased. This study is outlining research on the impact of social media on online business in the context of customer retention. The study uses bibliometric approaches to uncover significant omissions from the literature and focuses on two modern fields: online business through social media and customer retention. With the use of keyword exploration, the study retrieved 335 studies in the Scopus database. Here, the analytical methodologies have been used to identify well-known journals, a significant number of authors, nations, and associations, adding to the body of knowledge on online business via social media and customer retention. It has been used to better grasp the conceptual and intellectual foundation to use tools like bibliographic coupling. The guidelines of the literature review study will also serve as a roadmap for future investigations.